Willingness to pay is the maximum a particular customer would consider paying for an offer. A distribution across customers is more useful than a single average.
Move the price line in the demo to see how many customer dots remain willing to buy. A higher price can raise revenue per unit while shrinking the addressable group.
Survey answers may not match buying behavior. Calibrate the distribution with conversions, alternatives and purchase frequency.
When to use
Use for segment plans or launch price ranges, then verify with real purchases.